ACTION STATIONS the Public Value of Commercial Radio CONTENTS 04 Foreword and Introduction
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ACTION STATIONS The public value of commercial radio CONTENTS 04 Foreword and Introduction 06 Executive Summary 10 Commercial Radio Business 14 News, Weather and Travel 22 Community and Social Action 34 Technology and Innovation 42 Music FOREWORD Commercial radio really matters to me, as it does to so many people across Britain. INTRODUCTION In so many ways, radio provides a vital soundtrack to our lives, a role it has been I grew up listening to Marcher Sound and Atlantic 252. As a student I worked on performing for nearly a hundred years. It’s easy to take for granted such a constant Oxygen 107.9fm, starting off making the coffee, and rising to the dizzy heights companion, especially as there are now so many ways to access news, music, of the minority sports correspondence. I’m still friends with people I met in the information and entertainment. pressure-cooker of the under-resourced local radio station. It’s where I first learned to broadcast, and to cope with the need for fast precise decisions and to work closely as But audience needs remain the same in some important ways – we will always want part of a team. company, stories, curation, fun, challenge and an element of surprise. Radio delivers all of that, hence its enduring popularity as a medium. Action Stations provides a “It is also important to Now, as the Minister for Culture, with responsibility in Government for radio, “The figures speak for great reminder of the many ways in which commercial radio is a critical part of the recognise the positive impact I’m proud that nine out of every ten people say they still tune in each week. themselves – over 13 hours of UK media landscape and therefore the lifeblood of communities, cities, towns and It is testament to an industry that has been able to adapt despite a multitude of villages across the country. commercial radio has on vital public service content each challenges over the years. Shifts in TV, online, mobile and music consumption have the UK economy. Like many all threatened to undermine radio’s role at some point but it remains as popular as week, comprising local news, The figures speak for themselves – over 13 hours of vital public service content each of our creative industries it ever. Huge audiences - far bigger than ever listened to my bulletins - still rely on weather, travel, community week, comprising local news, weather, travel, community and music events – and makes a notable contribution radio for its range of music, news, information, entertainment and the and local events – and over over £25 million raised for charity in 2015 alone. Beyond the figures lie the real life companionship it provides. stories. Radio being there when listeners need it most. During the floods in the North to our GDP and employment.” £25 million raised for charity of England at the end of 2015 for example, a number of stations were a lifeline for A strong resurgent commercial sector has been central to this continuing success. in 2015 alone.” stricken residents. Lancaster-based radio station, The Bay, was broadcasting on an With more than 300 licensed stations available the choice for listeners has never emergency generator for several days from 6 December and was the only source of been greater. Locally, stations continue to engage audiences and communities as public information available to local people, as all other communication and power they always have. Nationally there are now music stations for every genre from sources had gone down. Jazz FM to Planet Rock from Classic FM to Kisstory, as well as a choice of news and sport services from LBC and from talkSPORT. Radio listeners now have more choice than ever, with 21 national commercial stations launched in 2016 in the biggest ever expansion of digital radio. Radio is These services provide a fantastic public service contribution that is documented in now increasingly consumed on digital and internet connected devices. So we are detail in this latest report from Radiocentre. delighted that the Government is looking at reforming outdated regulation which will allow radio to compete even more effectively in the audio world and unlock even It is also important to recognise the positive impact commercial radio has on the UK more benefit for listeners. economy. Like many of our creative industries it makes a notable contribution to our GDP and employment. It also supports other sectors indirectly and is an effective promotional platform for the UK music industry. But the scale of the impact of commercial radio is really brought home when we consider its role as an effective advertising medium for businesses. A return on investment of £7.70 for each £1 spent by advertisers is impressive. It is this combination of radio’s familiarity and adaptability, its public service output, Siobhan Kenny its creative and cultural contribution and economic value that helps explain radio’s Radiocentre CEO continuing popularity. I’m looking forward to driving through this Government’s commitment to support the success of commercial radio. And in doing that, I am by your side. The Rt Hon Matt Hancock MP Minister of State for Digital & Culture 4 5 EXECUTIVE SUMMARY Commercial radio remains the destination of choice for The average output of public service content on a UK millions of people. Each week over 35 million listeners commercial station tune in to the widest choice of stations at any point in the history of radio. Local events 66 mins The following pages are full of fantastic examples of these commercial stations providing a valuable public Charity appeals service to their audience. Although extensive this is just 28 mins a small sample of how local stations are embedded in their communities and engaging with millions of News & sport listeners every day. Travel 391 mins 178 mins Weather 126 mins Key facts Revenue – £592 million 343 licensed stations Weekly average of 13¼ hours in 2015 of public service content 13 hours and 15 minutes of public value broadcast each week in total Over 10,000 local events 35m weekly listeners Over £25m raised for attended in 2015 charity 6 7 executive summary 1. COMMERCIAL RADIO BUSINESS 4. TECHNOLOGY AND INNOVATION • The economic impact of commercial radio is considerable. • New technology presents opportunities and challenges for traditional Independent analysis has highlighted that commercial radio supports radio. It enables stations to provide more choice, but also means 12,340 jobs across the UK and £683m in gross value added to the greater competition (e.g. from digital streaming services). Despite this economy. live radio remains strong and accounts for 74% of all audio listening (and 84% of in car listening). • An average of 32 businesses advertise with each station every week, supporting advertising revenue of £592m in 2015. • The way commercial radio stations interact with their audience and use technology is also changing with over 20 million people engaging • The value to advertisers provided by radio is also impressive with an with them on social media. estimated return on investment of £4.6bn in 2015. • The multitude of ways in which audiences now contact commercial radio stations – from Facebook, Twitter and Snapchat to texts, email and phone calls – means that listeners now interact with stations over 2. NEWS, WEATHER AND TRAVEL one million times a day. • Technology also enables radio stations to provide up-to-date local • Commercial radio is a trusted source of up-to-the-minute local news news and information in different ways, combining central news hubs and information, employing more than 350 journalists across all parts with reporters on the ground. of the UK. • Each week stations broadcast an average of 6½ hours of news & sport, as well as over 2 hours of weather reports and nearly 3 hours of travel 5. MUSIC updates. • On average 54% of news bulletins feature local news in daytime, with • Commercial radio broadcasts an impressive range and volume of music each station providing 25 news and sport bulletins every day as well as for all tastes and moods – with stations catering for pop, rock, dance, 28 weather reports and 27 travel updates. classical, jazz, soul and many other genres. Therefore it is no surprise that 78% of listeners are introduced to new music on their local commercial radio station. 3. COMMUNITY AND SOCIAL ACTION • Radio stations help drive awareness and desire for music among listeners and support the success of the UK’s creative industries. • Commercial stations attend over 10,000 local events every year. This study found that 90% host live sessions and 83% feature This community engagement and involvement is the lifeblood of unknown artists, many of whom have gone on to greater success. commercial radio, with stations also broadcasting an average of 80 • community bulletins each week. As a result commercial radio supported over £103m to music sales in 2015, with a further £50m in music rights payments. • Community engagement comes in many forms, from fundraising to raising awareness and supporting future talent. 91% invest in local work experience and 87% do outreach work with local schools and colleges. • UK commercial stations also raised an impressive £25m directly for charity in 2015 alone. This was in addition to the return on investment of £227m for charities advertising on radio (based on an advertising spend of £13.6m in 2015). • 98% of all stations and 100% of local stations engaged with an MP Action Stations is largely drawn from a 2015 survey of Radiocentre members. It is supplemented by additional research conducted by in 2015. Kantar Media along with new economic analysis from Oxford Economics and employment data from Creative Skillset.